Influencer Marketing: The Real Deal
Influencer marketing isn't just about reach — it's about human psychology according to research published in the Journal of Applied Marketing Theory (Chalakudi et al, 2024)[1]. They posit that online social influence is driven by twelve distinct human behaviours, from common interests to credibility, shedding light on how to approach influencer selection and evaluation.
What's working
An influencer’s ability to establish authentic relationships is thought to be more important than follower counts when it comes to conversion, brand and ROI metrics. Another finding suggests micro-influencers (social media content creators with a relatively modest but highly engaged following) frequently outperform celebrities with millions of followers but low trust. The key differentiator? Trustworthiness — identified as the single most compelling quality to consumers.
The risks are real
There is a thin line between brilliant and disastrous campaigns. Australia has seen influencer partnerships damage brands when they lacked authenticity or sensitivity to social issues. From Belle Gibson's health misinformation to tone-deaf promotions during crises, the risks escalate when you focus solely on reach rather than alignment.
How to get an edge
1. Map influencer strategy to human behaviours
2. Prioritise credibility and authentic interest alignment
3. Build sustained relationships rather than one-off engagements
4. Customise for each platform's unique influence dynamics
5. Measure influence through engagement, sentiment and trust
The Bottom Line
By understanding the human behaviours driving social influence, businesses can create more effective, authentic campaigns that build trust while avoiding the pitfalls that have damaged other brands.
Influencer marketing is not for every business but can be a powerful tool if aligned to your business objectives, your audience's media consumption, your industry's competitive landscape and you can commit resources for proper execution and measurement. For many Australian businesses, especially those targeting younger demographics or operating in consumer-focused industries, influencer marketing has become an increasingly important marketing tool.
[1] Chalakudi, S.N., Bharathy, G., Hussain, D. and Kolluru, V.D. (2024). Measuring social influence in online social networks - focused literature review on human behaviors. Journal of Applied Marketing Theory, 11(2), 111-156. ISSN: 2151-3236.